2nd Place J.Lindeberg, 3rd Place Titleist
Nike Golf 8th... Disney Golf on the Rise
Overall Mentions Decline as 'Golf Boom' Fades
The golf wear brand 'PXG' has maintained its number one position in the golf wear brand reputation rankings for three consecutive months. Meanwhile, the ranking of 'Nike Golf,' which had consistently been in the top tier, dropped significantly, and 'Disney Golf' saw a rapid rise in its ranking, resulting in considerable shifts among the brands.
According to the 'Golf Wear Brand Reputation' analysis by the Korea Corporate Reputation Research Institute on the 17th, PXG was the brand that received the most positive evaluations from consumers in January 2023. This result was based on an analysis of 11,627,375 pieces of big data related to golf wear mentioned from December 12 of last year to January 12 of this year. Following PXG, 'J.Lindeberg' held the second place for three consecutive months, and 'Titleist' rose one rank from December last year to take third place.
Brand reputation rankings are determined by dividing consumer activity data related to brands into participation value, communication value, social value, market value, and financial value. Based on the fact that consumers' online habits greatly influence brand consumption, the rankings measured positive and negative evaluations of brands, media attention, consumer participation and communication volume, and conversations on social networks. For golf wear, the rankings were determined by summing the participation index, communication index, and community index.
Nike Golf, which had consistently been in the 'Top 3' since August last year, fell to 8th place. In this brand reputation ranking, Nike Golf recorded 8th place.
On the other hand, Disney Golf continued its steady upward trend. Disney Golf, which ranked 21st in October last year, rose to 12th in November and 8th in December. In January this year, it recorded 5th place, proving its growing popularity.
However, the overall volume of mentions of golf wear was found to have decreased by about 34.41% compared to December last year. This is interpreted as an effect of the cooling of the golf craze, including the withdrawal of the MZ generation from the golf market.
Gu Changhwan, director of the Korea Corporate Reputation Research Institute, explained, "The analysis of brand big data in January this year shows that the volume of golf wear brand mentions decreased by 34.41% compared to December. A detailed analysis shows that brand consumption fell by 43.66%, brand communication by 21.17%, and brand diffusion by 36.13%."
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